Lee, Hyung-Seok; Cho, Chang-Hoan - In: International Journal of Sports Marketing and Sponsorship 14 (2012) 1, pp. 46-63
The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five sporting event personality dimensions: diligence, uninhibitedness, fit, tradition and amusement. The findings show that...